Todd Pezzuti

• PhD
• Professor (Associate) at Adolfo Ibáñez University

Research on discrepancies between the actual self and ideal self has examined self-discrepancies in knowledge, skills and stature but age-based self-discrepancies have only recently received attention and so we studied this phenomenon in young adolescents. In three studies we identified a product-category contextual cue that apparently caused adole...

Online brand messaging, e.g., blogging or posting on social media platforms, has an important role in digital marketing strategy. Such messaging is largely text based and provides an opportunity for brands to interact with many consumers simultaneously. The marketing literature, however, has yet to provide sufficient guidance on effective online br...

How can marketers increase social media engagement? This research argues that a simple adjustment to the language used in brand messaging can help. Specifically, that marketers can increase social media engagement by using language that directs the attention of consumers to a discrepancy. A field study that analyzed the text of brand messages acros...

How do you increase consumer engagement with your marketing communications? We suggest using negations in your brand messaging (e.g., “It doesn’t get any better than this”). Four studies, including field studies that analyzed more than 53 million interactions between consumers and brands, find that consumers are more likely to engage with brands wh...

How does culture influence vaccination acceptance? This is an important question facing managers, policymakers, and global health organizations. Even with effective vaccines for highly contagious diseases, humankind remains at risk from vaccine hesitancy. We conduct a largescale multilevel analysis of more than 400,000 survey respondents, finding t...

Building on previous research on cultural dimensions theory (Hofstede, Hofstede, and Minkov 2010) and more recent research at the intersection of cultural and prosocial behavior as related to COVID-19 (Biddlestone, Green, and Douglas 2020; Pfattheicher et al. 2020) we investigate the potential positive effects of cultural orientation, empathic conc...

Brands regularly attempt to stimulate consumer engagement by posting messages on social media platforms (e.g., Facebook), but their messages are often ignored. How can managers write social media messages that engage consumers? The present research sheds light on how the language of brand messages influences consumer engagement. Text analyses of br...

This research uncovers a social factor that helps to explain how a consumer’s cultural orientation affects the extent to which they engage in online word-of-mouth (eWOM). The first study aggregates archival data from 52 countries and finds a positive relationship between collectivism and the extent that consumers share product-related information o...

Knowing what predicts consumers’ reliance on web-based information when making purchase decisions is crucial for managing a firm’s digital marketing strategy. The present research takes a cross-cultural perspective and finds that the cultural dimension of collectivism predicts the extent to which consumers rely on user-generated, but not brand-gene...

The effects of hyperopia and frugality on spending have not been directly compared. Moreover, previous research on hyperopia has focused on the avoidance of luxury spending, rather than spending on routine consumer goods. We address these gaps in the literature by comparing how hyperopia and frugality affect monthly spending, and spending on ordina...

Social networking sites provide consumers with the opportunity to easily and rapidly obtain information about brands, products, and services. Considering the effect that online word-of-mouth can have on important marketing outcomes, such as product sales and brand loyalty, it is important to understand the factors that drive consumers to seek produ...

The growing importance of user-generated content in the form of online sharing and word of mouth (eWOM) is widely recognized among marketing scholars and practitioners. The present research examines how the cultural dimension of collectivism influences consumer sharing and eWOM on social networking sites (e.g., Facebook). The results provide initia...

Purpose This paper investigates how language homophily between service providers and migrant consumers affects migrant consumers’ intentions to engage with financial and medical service providers. Design/methodology/approach Three empirical studies were conducted with migrant consumers living in Chile, England and the USA. Participants were pres...

Despite a recognition that consumers want to be cool and value cool brands, the literature has only just begun to delineate what makes things cool. Writing by scholars, quotes by celebrities, and norms in fashion advertising are consistent with the view that people become cool by being emotionally inexpressive. The relationship between emotional ex...

Consumers and sources are embedded in cultural contexts that influence how those sources are read. We examine how consumers stigmatized for being fat collectively read advertisements for luxury fashion brands featuring plus-sized sources. We unveil individual and cultural resources stigmatized consumers rely on to collectively develop readings of a...

The purpose of this study was to determine the effects of the benzodiazepines, midazolam and chlordiazepoxide, and the barbiturate, pentobarbital, on spatial learning, in a within-subject, repeated-acquisition and performance procedure adapted to the Morris Swim Task. In the presence of one stimulus arrangement, rats learned to swim to a hidden esc...